Bernard/Allison Management Services, Inc.- Apartment and Commercial Property Management

Kim Bernard and Vicki Allison have over 50 collective years of experience in developing apartment marketing plans. Their experience in managing over 75,000 units that range from newly-constructed properties in rent-up to distressed properties in poor market areas has lent tremendous expertise in determining specific strategies to maximize a site's net cash flow.

Our firm monitors monthly advertising expenses to determine the cost effectiveness of the dollars being spent. Comparisons are made for each advertising expenditure with regard to:

Ad or publication exposure
Demographics
Site traffic generated for each advertising source
Status of the site's occupancy by unit type
Net rentals and cost per source

In addition, the effectiveness of new publications or promotional ideas which may increase traffic and the close ratio at each site is monitored and tested.

Since each market changes daily, we set marketing strategies based on six areas: location/ product, price/competition, advertising/promotion, sales training/motivation, resident retention, and strategy review/revision. The following summarizes our methods of monitoring the dynamics for each apartment marketplace to make necessary adjustments in a timely manner:

BERNARD/ALLISON Focus		BERNARD/ALLISON Procedures
Set/review/modify our marketing strategies		Vacancy/problem-solving checklist
Sales feedback		Independent sales shopping reports, close ratios
Resident feedback		Current resident questionnaire and former resident questionnaire
Site rental rates/policies review/ resident retention plan review		Site policies checklist and morning report worksheet
Weekly inspections of the site vacant-ready apartments, longest day vacants, models, site standards, etc.		Inspection checklist
Pricing strategies		Monthly market pricing summaries
Market conditions		Quarterly market summary
Employee training		Staff meetings Training classes Procedure manuals
Monthly meetings to review site's status		Cash operating report Graphics package Monthly expense analysis Competition pricing summary Site policies checklist Site amenities list

To summarize, Bernard/Allison Management Services, Inc. stresses:

1.	The importance of high interior and exterior site standards.
2.	The timely reaction to market changes which result in the need to adjust marketing strategies.
3.	The need to check, re-check and constantly follow-up to make sure our marketing plans are effectively executed.